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International Marketing of Services

International Marketing of Services. Services The extended marketing mix for services Elements of service People Processes Physical evidence.

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International Marketing of Services

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  1. International Marketing of Services • Services • The extended marketing mix for services • Elements of service • People • Processes • Physical evidence

  2. Services are distinguished from products mainly because they are generally produced at the same time as they are consumed, and cannot be stored away or taken. An enhanced marketing mix needs to be deployed.

  3. Services • Growth of service sector in advanced industrial societies • market oriented trade with service organisations e.g. internal markets • Marketing characteristics of services • intangibility • inseparability (cannot be separated from the provider) • heterogeneity (precise standardisation is difficult) • perishability (cannot be stored e.g. hotel rooms) • ownership (does not result in a property transfer)

  4. The extended marketing mix for services • People - the personnel • Process e.g. airlines • Physical evidence • Personal selling • Front line workers e.g. skills, attitude

  5. People

  6. Processes

  7. Physical Evidence

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